About Roar Trip

Roar Trip is an epic journey from Kerala to Cannes across a whopping 25,000 Kms, 25 countries and 65 days with the intent to spread awareness and raise funds for tiger conservation in southern India. With less than 4000 of these majestic creatures in the wild and less than 2200 in India, it is our time to act.

An initiative by the Wild Tiger Foundation, a non-profit organization founded by Gautom Menon, the Roar Trip aims to bring global attention to the cause of the endangered tigers through its ambitious drive across borders. The drive will bolster donations, raising funds for on-ground wildlife conservation projects in southern India under the able guidance of Wildlife Protection Society of India.

Funds raised will equip our unsung heroes: the anti-poaching watch squad and forest guards, it will help educate local communities, support cutting-edge wildlife research and activate context-specific conservation models across regions in Parambikulam in Kerala and Sathyamangalam in Tamil Nadu.

RoarTrip, which commences in Kerala on International Tiger Day, in July, ends at Cannes, early October, making this 25000km odyssey the first of its kind for the cause of tiger conservation.

Roaring through 25 countries

  • India
  • Myanmar
  • Thailand
  • Laos
  • China
  • Kyrgyzstan
  • Kazakhstan
  • Russia
  • Estonia
  • Latvia
  • Lithuania
  • Poland
  • Hungary
  • Croatia
  • Slovenia
  • Slovakia
  • Austria
  • Czech Republic
  • Germany
  • The Netherlands
  • Belgium
  • Luxembourg
  • Switzerland
  • Italy
  • France



Follow the #KeralatoCannes Trail

From rescue to rehabilitation, protecting habitats to creating alternatives we take Tiger conservation across borders. We’ll meet with people who are the voice of conservation and policy influencers who are advocates of future.

Follow us on this momentous journey. Share our story as we cross boundaries, uniting nations, to protect the Tiger before it is too late.


Driving into Zagreb, we tuned into the local radio, as we always tend to do every time we get to a new place, and we heard of a Burger festival in town. A great way for us to feel the pulse of a new city; the people are really friendly and we made the most of this opportunity to get our message on tiger conservation going. We ended the night here with a stroll through the beautiful Zrinjevac Park.


We drove 11 long hours from Warsaw to get to Budapest, the capital of Poland. But the journey was interesting as we had Andre de Almeida for company. After bidding farewell to him, we took the TRIger to Hősök tere or Heroes Square, which is flanked by the Museum of Fine Arts and the Palace of Art on either side. After spending some time here and chatting with locals, we were ready to head off to Croatia.


In Warsaw, we caught up with a team from Baltona Duty Free. They invited us to lunch and let us say our piece on tiger conservation. Apart from showing interest in our work, they were particularly keen on knowing the challenges we faced during our travels. Another friend Andre de Almeida from Loch Lomond Whiskies joins the roar trip till Budapest as we take tiger conservation across borders.


We headed to Vilnius, capital of Lithuania, the same day we met Liisa in Riga. Since we had nothing on the agenda for Vilnius, we headed straight to the centre and parked right in front of City Hall. The square and the architecture here is breathtaking and thanks to TRIger, we attracted a fair amount of attention. This gave us the chance to talk to many locals who were warm and very interested in our drive and the need to protect the big cat. We also chanced on a friendly local, Fred, who helped us find our accommodation and was so interested in our work that we had an impromptu dinner with him; only to find out later that we have a common friend! The trail is hot as we really manage to connect with people face to face, and get the word out on tiger conservation.


We met the Sales Director of Retail inMotion, Liisa Rugele in Riga, Latvia. She took time out to show us around the city,and to have a conversation on tiger conservation. Her commendation on our efforts have helped us realize how important it is to create awareness on the issues that currently plague the planet. On a lighter note, Riga is stunning, and the entire country of Latvia is really green, clean and like a breath of fresh air.


Big border crossing. Heading into the Schengen region of Europe. Estonia is country number 9 for us and we met with members of Harding Retail, one of our sponsors. They were aboard the Oceania Nautica cruise, and regaled us with stories about their life on the decks. We also met others from the Travel retail industry and spent some time at the headquarters of Liviko. Met the chairman Janek Kalvi who is a wildlife enthusiast and veteran of numerous tiger safaris in India. We are sure to find like-minded people no matter where we go and this only strengthens our belief that with a little effort, together we can make a difference to the wild tigers.


Our time in Russia has been busy and productive. We met the Indian ambassador Mr. Bala Venkatesh Varma and his team of IFS officers who were keen to take our message on tiger conservation to the Indian diaspora. Our meeting at the embassy was followed by a press meet. We also had an interesting time discussing best practices and fundraising approaches with members of the Amur Tiger Foundation. Caught up with old friends and made new ones during our stay and indulged in some great food, including our first Indian meal since we left India. St. Petersburg in all its glory took our breath away. Russia saw some great milestones for the roar trip; we hit 20,000 kms here and our 50 day mark!


Crossing in to Kazakhstan via the Korday border was an interesting experience. Paul had to drive our TRIger across the border while I (like other passengers of other cars) had to cross over by foot. Our drive through Kazakhstan was really scenic and it seems that we are to some extent following the old Silk Road. So far, we have stopped and met many people on the road who are curious to see our unique vehicle. And we always get a positive response for the cause of tiger conservation.


Paul likens the journey through Kyrgyzstan to a fairy tale setting: burbling streams, sprawling mountains and greenery everywhere. The duo met with the Counselor and the Deputy Ambassador at the Indian Consulate, and got together with the team that runs the 'Snow Leopard Trust' to share best practices. And along the way, apart from the locals, they met nomads who shared their stories and were given tiger masks and souvenirs to strengthen the message on tiger conservation. After getting the TRiger cleaned up and serviced, they are now ready to cover the next 8,000 kms of their journey.


What an adventure China has been! Hotpot in Sichuan province, a meet up with friend Terry Smith (founder of Bravo Fashion and roar trip sponsor), a visit to the Terracotta museum, the Great Wall of China and the magnificence of the Gobi desert. But the highlight has to be our interaction with the locals. From the police to the children, everyone wanted to know more about the TRiger and our journey. We hope that we have won more roars for the tiger.


Scenic Laos welcomed the Roar Crew with untouched beauty. Driving through places like Huay Xai and Muang Xai, they head to China, where they will stay for the next 10 days interacting with locals and policy makers.

Chiang Mai

All ready to head towards the mountains of the north and the largest city there. Chiang Mai offers endless sights, activities and places to visit, and is rich in its melting pot of cultures, where ancient monuments stand proudly amongst the city's modern architecture. Amongst the 300 Buddhist temples, are dotted many of Chiang Mai's churches, temples, mosques and gurudwaras. You can even interact with elephants at The Elephant Jungle Sanctuary, where the animals are treated ethically, roam free and don't give rides to any humans.


Although Bangkok is a major tourist hotspot, Gautom and Paul first make their way to the Indian embassy to meet the Indian ambassador Ms. Suchitra Durai. The duo then headed over to the headquarters of King Power International, Thailand's top travel retailer, where they meet up with many of their friends and business associates. After a tour and flag off from here, the Roar Crew takes a relaxing and luxurious break at the Lebua at State Tower.


The RoarTrip heads into Thailand, country number 3 on its 25,000 km voyage. A popular tourist destination, Thailand is amongst the few tiger countries of the world where 160-200 tigers reside in the wild. The government has recently set up a tiger conservation center in the Huai Kha Khaeng Wildlife Sanctuary in the Western Forest Complex, a Unesco World Heritage site.


Driving through rains and flooded areas, past Bago, the Roar Crew caught a glimpse of the devastation caused by the monsoon. At Myawaddy they will cross through to Thailand over the Myawaddy-Mae Sot Friendship Bridge over the Moie River. Myawaddy is a prominent trade town and the Crocodile Temple is a unique piece of architecture that is worth visiting.


Previously known as Rangoon, Yangon is the capital of Myanmar. Although a modern city, Yangon has historically significant monuments, and the golden Shwedagon Pagoda attracts thousands of pilgrims each year. The Roar Crew took the opportunity to sit down with the Indian ambassador, Mr Saurabh Kumar, at the Indian embassy, who also flagged them off. They were then treated to the best of Myanmar cuisine at their pit stop in Yangon.


The Roar Crew have made their way to a city rich in history and culture. The ancient city of Bagan is an archaeological treasure and a UNESCO World Heritage Site. The plains of Bagan were dotted with over 4,000 temples, monasteries and pagodas in the 13th century. Despite the earthquakes and challenges over the years, nearly half of these monuments stand proud today.


Once the Roar crew crossed the border into Myanmar, they went through the small, quaint town of Gangaw. The Myit Thar river that flows through it separates the town into Gangaw and West Gangaw. This was the Roar Crew's chance to see the lesser-knownerrains of the country as they now drive through the monsoon rains of Myanmar.


The roads from Dimapur to Imphal, were not just bad they were perilous . The RoarCrew landed in capital of Manipur greeted by city under curfew. The crew made a pitstop meeting the large hearted locals of this once imperial city marvelling over its history and learning of the relics that remain today. At an elevation of 800 metres, Imphal is a sight to behold. The Roar Crew made a quick exit from the curfew city onwards to Myanmar.


The largest city in Nagaland is steeped in history. The RoarCrew met with locals and Young Indians chapter of Dimapur to share their progress so far and learnt of the local conservation efforts in Nagaland. The nearby Rangapahar Reserve Forest home to a magnificent variety of bird and animal life,, hornbills to hawks, monkeys, deer and, of course, tigers was the centre of the conversation between the crew and the locals. Attention was drawn to the need to build funds to support our reserves as the Roar Crew sat down with the Young Indians of Dimapur and shared a sumptuous local meal with them.


Guwahati lies sprawling on the banks of India’s largest river: The Brahmaputra. One of the largest cities in Assam, the city is one of the biggest metropolis in the North East of India. It’s also the city that connects India and the seven sisters. Guwahati was formerly known as Pragjyotishpur (‘the City of Eastern Light’), an appropriate moniker given its position nestled between the hills of the eastern flanks of the Himalayas. Here the RoarCrew met up with Young Indians chapter who avidly participated in the RoarTrips’s conversation on steps towards Tiger conservation. The Young Indian’s also took the RoarTrip crew to the local Kamakya temple for blessings for the long road ahead. The roads leading from Guwahati to Dimapur were tough terrains, but the roar crew and the mighty TRIger pushed past with great tenacity.


Rightly famous for its tea, Darjeeling also lives up to the reputations of its stunning beauty. The Roar crew is heading to cooler territory after the heat of southern/central India. Enveloped in tea estates, Darjeeling will be a welcome break from the hustle of urban India. The highest point in Darjeeling is at the top of Tiger Hills, where you can catch the panoramic beauty of the Kanchenjunga and the Himalayan range.


Roar crew has arrived in the city of joy, Kolkata, and is hosted by ITC Royal Bengal. Kolkata is quite the contrast to the calm mangrove forests of Sunderbans Tiger Reserve on the West Bengal-Bangladesh border. This unique and complex ecosystem allows an extensive and varied flora and fauna to flourish. This here is home to over 400 Bengal tigers who are used to swimming in these salty waters.

Pench Tiger Reserve

After roaring 600 kms in the Triger, the duo made their way to Pench Tiger reserve in Madhya Pradesh. Thanks to Taj Safari Baghvan, they went into the reserve which is supposed to be the setting for Kipling's Jungle Book, and is the country's best-run national park. The roar crew also caught up with Nitin Desai, director of Wildlife Protection Society of India, the official conservation partners for Roar trip.


The roar trip heads to Hyderabad, a city where sophisticated new meets vibrant old. The state of Hyderabad, Telangana is home to two tiger reserves, and non-profits are currently protesting plans of uranium mining in the area. Gautom and Paul meet members of the 'Young Indians', their support partners. The guys also head over to Charminar and chat up with some locals to continue their conversation on conservation.


Next pit stop is Bengaluru, where the Roar Trip was welcomed at the ITCWelcom hotel. They also visited the Dufry-operated Bengaluru Duty-Free. The ‘Young Indians’ in Bangalore also met up with the Roar Crew. Bengaluru is the capital of Karnataka, which has plenty of national parks and five tiger reserves with 524 wild tigers! With 20% of the state under forest cover, it's also home to 25% of elephants in India.


On 29th July, Global Tiger Day, Gautom and Paul: the roar crew officially flagged off from their alma mater, CMS college, Coimbatore. Located on the banks of Noyyal river, and flanked on one side by the Western Ghats, a world heritage site, Coimbatore is located in Tamil Nadu. The state has four tiger reserves which are home to 264 wild tigers.


The southern state of Kerala, God's own country, with its diverse topography and natural forests, is rich in biodiversity and home to Periyar and Parambikulam Tiger Reserves. 190 wild tigers reside here, a number that has increased significantly in the state in the last decade, all thanks to the roaring efforts of the government and non-profits. The roar trip kicked off its 25,000 km journey from Parambikulam Tiger reserve after a meet with anti-poaching and forest guards, reviewing the challenges they face.

Journey began in Kerala

The Roar Crew

  • Gautom Menon

    Wild Tiger Rum &

    Wild Tiger Foundation  

Gautom is the founder and brand owner of India's first Premium Rum, Wild Tiger which in just three years of launch is available in 53 countries world-wide, at leading Duty-free stores. The drink is acknowledged as India's artisanal brand in the global drinks industry. Gautom is a double master's degree holder from Oxford Brookes University and the University of Westminster in London. Gautom is an active member of Young Indian's chapter of Coimbatore. Gautom is recognized by International lifestyle magazine GQ, as India’s top ‘50 Influential Young Indian’s’ and Top 10 Young Innovators of 2017. Gautom is also recipient of ‘Beverage Entrepreneur of the Year 2018’ by Entrepreneur Mag. Gautom believes in inclusive growth and social responsibility as the core areas of the brand. Wild Tiger Rum donates 10% of its profits towards tiger conservation in Southern India through its non-profit initiative 'Wild Tiger Foundation'. Over 80% of Wild Tiger’s workforce is female workers, and all the packing materials are from the surrounding community in Pampadi, Kerala and Coimbatore. Gautom has a keen interest in colonial history, wildlife, is an avid traveller and a sports enthusiast.

  • Paul George Vedanayagam

    Brand Creative Head

Paul is a creative designer by profession and earned his stripes by working with some of the biggest design agencies in India. Paul is the genius behind the vivid branding of Wild Tiger brand and the ROAR TRIP Campaign. Paul is a true connoisseur of art in its myriad forms. Paul is an award-winning Lens man, a guitarist, a talented chef and a zealous biker. Beyond everything, he is a wild life lover, as his (second) name suggests, Paul George is of the jungle. He is the son of the soil, lover of the wilderness and every kind of organic life form that makes it come alive. If he is not seen sipping a refreshing rum-drink, then there's a good chance he's taken off deep into the woods, with his adrenaline swimming all across him.

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Play a part in helping raise funds to channel efforts towards protecting our tigers. All donations will be directed towards the Wild Tiger Foundation’s efforts to fight poaching, restore tiger habitats and driving awareness.

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Every person counts. Help us spread the word, tag friends and direct your acquaintances to the future of the iconic tiger. Your support and advocacy can help change the conversation.


Every person counts. Help us spread the word. Stay on the trail with #Roartrip as we take our message across boundaries. We’ll send you updates on where we are, who we’re meeting and the change you will help bring about.#RoarTrip, #WildTigerFoundation

8/4, First Floor, SIEMA Building, Race
Course, Coimbatore, Tamilnadu 641018.

Ph: 0422 222 4099

Wild Tiger Foundation

Wild Tiger foundation is a CSR initiative by Wild Tiger Rum and friends.

A registered non-profit organization headquartered in Coimbatore, Tamil Nadu, Wild Tiger Foundation focuses on conservation of the Tiger and its habitats by raising funds and creating awareness. Founded in 2015 by Gautom Memon and Suprej Venkat, the primary focus is within the state of Kerala, Karnataka and TN, specifically Parambikulam Tiger Reserve in Kerala and Sathyamangalam Tiger Reserve in Tamil Nadu.

Wild Tiger Foundation enables and influences positive action towards conservation with guidance from the Wildlife Protection Society of India (WPSI).

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